Case Study: Microsoft Corporation achieves double the engagement and 19% greater B2B reach with LinkedIn Marketing Solutions

Microsoft boosts event registration with LinkedIn Sponsored InMail and skills targeting tools

Microsoft Germany faced the challenge of marketing the versatile Microsoft Surface to B2B buyers across diverse industries. With uses that vary from mobile sales work to architecture, aviation and legal applications, the device had a long sales cycle and risked being dismissed as “just another tablet,” so Microsoft needed a way to target specific sectors and demonstrate the distinct solutions Surface enables.

The team launched a dedicated LinkedIn Showcase Page, used Follower Ads to build a community, and ran industry-tailored Sponsored Updates. The campaign delivered engagement rates of 0.6–1.2% (more than double the 0.3% industry average) and boosted reach among target audiences by 19% through organic impressions and sharing.

Microsoft Corporation

Perry Sjögren

Digital & Social Media Strategist